A Study On Development Strategy In Shenzhen National Cartoon﹠Animation Industry Base

World animation industry began in the early2000s, after about a hundred years ofdevelopment, the animation industry in some developed countries has become a new culturalindustry. In2009, the world’s total output value of the animation industry has reached$40billion, while the output value of its derivatives is more than$400billion.China’s animationindustry started late, but in recent years shown a strong momentum since2008, with annualoutput value of animation more than20percent growth in2010, China’s animation outputvalue reached20billion yuan. Shenzhen, the local animation industry with the developmentof advantageous resources, local government also introduced a series of animation industry topromote an active policy. While the Shenzhen development of animation industry in China isrelatively earlier, but with some developed countries is relatively mature compared to theanimation industry is still a great city gap.The paper includes five parts, chapter I pointed out the significance and the research goal,carries on the analysis to the domestic and foreign Animation industry theory, also indicatedthe research ideas and methods in this thesis; chapter II instructed the connotation and form ofanimation industry, also described the animation industry theory and strategic managementtheory in this article; Chapter III introduced the current development of the domesticanimation industry base from the regional distribution and morphology, described the basicsituation of Shenzhen national animation industry bases and the enterprises in the base;chapter IV analyzed the future development of environment of Shenzhen national animationindustry bases by SWOT, cleared the opportunities, challenges, advantages and disadvantagesin the future development of the process; chapter V is the focus of the study, the arcital firstcarried on the strategic choice according to the future development of object, pointed outthrough constructing eight platform and eight center, playing the combined effect of base,transforming the value of economic format and innovative business model and broaden thefinancing channels animation products, proceeding the project recommend and platformsrecommended, completing anime products copyright protection, developing and sellingcartoon derivatives. The author hoped through this research can provide theoretical guidanceto the other animation industry bases.